Apparently, people will pay for anything as long as it’s packaged well – even a can full of nothing. French student Antoine Deblay figured this out over the summer, and is making huge profits from the idea. ‘Air de Montcuq’ costs 5.5 euros (that’s about $7.5), plus shipping. It is basically just a tin can that Deblay fills with air from his hometown – Montcuq.

22-year-old Deblay put up a proposal on French crowdfunding site kisskissbankbank.com. He didn’t really expect anything to happen, but the idea ended up raising over $1,000. The amount was perfect for him to set up a website and pay for packaging. When the French press got wind of the idea, they reported it extensively and helped the orders to roll in. Deblay started receiving more orders than he anticipated. He was shocked to report 1,000 orders in just three weeks. “Of course I knew it was going to sell, but not so much in so little time,” he said.

I think the popularity of Air de Montcuq has more to do with its marketing plan than the actual product. On the website, Deblay chooses to be funny with product descriptions. A blurb reads: “Air de Montcuq is 100 percent organic, it immerses you in the depths of the city to refresh your ideas. Ideal when you are in need of creative inspiration.” There’s a warning as well: “Attention, irreplaceable content, consumable once. Do not leave it open.”